ARE YOU AN

INSIDER

The Artsy Brand We're Obsessing Over Right Now

Welcome to our New Website series, where twice a month we’ll feature an e-retailer that we love and know our readers will too. Whether it’s an old but under-the-radar favourite or a newly launched label, you’ll want to report back to your friends with the findings (or maybe keep them to yourself)!

Unique, art-inspired, unexpected, seasonless, wearable, and overall awesome—these are just some of the adjectives that came to mind instantly after stumbling upon Barcelona-based brand and website Paloma Wool. It's a site where you can find not only the coolest clothing, but journals, vases, shoes, and endless inspiration from the sites distinctive lookbook and product imagery.

Naturally, we were intrigued, so to find out more about the project, we recently tapped it's creator, Paloma Lanna Santaolalla, who, luckily, answered all of our most pressing questions. Scroll through to read the full interview, and then continue to shop our top picks from Paloma Wool!

WHO WHAT WEAR: Can you give us a brief history of when, how, and why you launched your brand and site?

PALOMA WOOL: Paloma Wool started two years ago. My parents founded the brand Nice Things Paloma S 25 years ago. I grew up with both my parents, and through their travels to Japan, New York, Portugal, China, India, and Turkey I learned about how things were done. They always pushed me to start my own project, but my approach was not clear to me until I realised I had to combine my interest in art and photography with my interest in fashion. I was more anxious to explore artistic disciplines than anything else, and how that in turn influenced how I looked at how I wanted to dress.

WWW: You carry an eclectic range of items beyond just clothing. Can you tell us about your offerings and how you go about curating them?

PW: I think of Paloma Wool as an artistic project. The possibilities within are endless. So far we have collaborated with international artists creating unique ceramics, designed limited editions of silk scarfs with people we admire, bathed in waterfalls to re-create an image we had for a print, painted on a female body to express beauty, and photographed our friends to express how the people around us inspire us every day.

PW: Paloma Wool only exists online (for the time being). We have a website and our Instagram account. We live through both these channels, communicating our every day. It is important for us to feel close to our followers.

PW: I feel it’s that every idea, every piece, every photograph, and every word comes from one initial feeling. Everything is connected and has a reason. I work surrounded by friends, and that advantage and happiness comes through every piece we create. On another han,d I reject the fashion industry; I don’t believe in its rules, seasons, sales, and tendencies. Paloma Wool is a free project. There are no rules.

PW: Anything. We'll soon launch our second book, which will narrate the brand's second year. We are also launching our firsts bags, earrings, and our second collection of shoes. We are also preparing a series of collaborations with people we really admire.